Bringing Hyper back home

HYPER ISLAND
Post-Op and Recovery

Thursday, February 10, 2011

Who I am:

Phil Glist
Creative Director. Team One.
www.philglist.com
@pglist

Wednesday, February 9, 2011

Hyper Island....Hyper Island...Hyper Island...Hyper Island
Hyper Island....Hyper Island...Hyper Island...Hyper Island...


HYPER ISLAND


HYPER ISLAND

How do you put what
you’ve learned into practice?


Day One: Fear change
“All change is initially perceived as loss.”


Day Two: Embrace change


Day Three: Understand change


Day Three: Understand change
Day Four: Drive change


“Good ideas alter the power balance in
relationships, that is why good ideas are
always initially resisted.”

www.gapingvoid.com


Expect resistance.
Don’t expect overnight change.


Everything is different.


Everything is different.
But a lot isn't.


I used to make my living talking at people.
Now I make it by talking with them.


We’re getting to a place where “old school” advertising –
long harmless background noise for those of us more
interested in authentic communication – actually has the
potential to extract value from brands. To render them
antique. To disconnect them from the people who really
own them, the people who cherish and pay for them one
purchase at a time.

Scaleable Intimacy blog


Whatever content you make today,
as an advertiser you need to
make sure it’s good enough that the
consumer wants to consume it.
Digital Advertising, Past, Present and Future


Relax.
It’s just storytelling.


Empathy
Insight
Creativity

Not necessarily digital
Just human


In the modern world of information
overload, you must manage your
energy wisely.
Scott Belsky
Making Ideas Happen


Eric Schmidt has described how between the dawn of civilisation
and 2003, five exabytes of information were created, the same
amount that is now generated every two days, and that rate is
accelerating.

The Economist has called it ‘The Data Deluge'

Neal Perkin Only Dead Fish blog


Consumers want relevant content but
are overwhelmed by information overload

awareness Percieved
Opportunity

shopping...etc.
Amount of information

Information available
Actual
Opportunity

Amount of information one can consume

2000
1980

2010
1990
1950

1960

1970

Wednesday, February 9, 2011 January 31, 2011
Monday,

How Team One has changed:
The Hyper Island Effect

December 2009: CCO takes Hyper Island Master Class
March 2010: Team One hires Digital ECD
A few months later, our first UX Director
A few months later, our first Creative Technologist


This is your chance to try new things.


Digital
Design
Storytelling
These are not departments.


Don’t ask for permission.

Don’t wait for buy in.

Change what you can.

Start with yourself.


Social begins with you.


Talk, talk, talk, talk, talk, talk, talk, talk,
talk, talk, talk, talk, talk, talk, talk, talk.

Listen.


“Don’t look for who gets the most
credit or who is the most well-known.
Instead, ask people where they go to
get help. Seek out the people...who
are known for their reliability and
uncanny ability to always know (or
find) the answer.”

Making Ideas Happen by Scott Belsky


Fewer meetings.
More conversations.


Play with as much
stuff as you can.
Just use what you like.


http://www.facebook.com/TeamOneUSA?


hover states
syntax
schema
agile vs. waterfall
need state


hover states
syntax
schema
agile vs. waterfall
need state

UX & you


Approach what you don’t know fearlessly

Text


An aside about tools and technology:
It doesn’t matter if you don’t know what a SWF file is; it’s
irrelevant, as long as you're confident that someone in the
team does. This confidence is the key to success: being
able to leave things to other people so that they can get
on with doing a great job (and not worry about it).

James Cooper in Digital Advertising


How do you win people over?
Live what you’ve learned
Keep learning by doing
Egolessness


Surround yourself with people
who know what you don't


When you start to act differently,
you start to change the culture.


What about our clients?
Changing you will change your clients.


LEXUS.COM


URBAN DADDY


LEXUS BRAND STORIES


LEXUS BRAND CAMPAIGN


A failure I have learned from.
An underappreciated success.


L STUDIO

Fast Company


L STUDIO


3 MINUTE TALKSHOW


“SESSIONS” BY NORMAN SEEFF
L STUDIO


WHO IS VISITING L/STUDIO?

LStudio.com Population:
74% are 45 or younger


WHO IS VISITING L/STUDIO?

LStudio.com Population:

Current Lexus Owners:


WHAT DO THEY THINK?

96% Very much like the site

50% had an improved opinion of Lexus after
their visit

98% said they would Definitely or Maybe
return


A MARKETING CASE STUDY

First Brand to break into Hulu platform with branded content

First and only time (to date) a branded content series has migrated to a premium
cable channel
Meryl Streep’s first appearance on internet content

Fast Company named Web Therapy as Web’s best branded entertainment


Enhance L/Studio FB presence:


The scariest project I’ve ever worked on.


The scariest project I’ve ever worked on.
The most exciting project I’ve ever worked on.


What do you fear most?
Changing


What do you fear most?
Changing
Staying the same


Bringing Hyper back home

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